As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.

If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.

BEHIND THE STRATEGY

Published on November 21, 1994.

Former political radical Khehla Mthembu has turned his attention to marketing Pepsi in the new South Africa as a means of bringing black empowerment to the country. The chairman-ceo of New Age Beverages has a goal of attaining a 40% share of a soft drink market dominated by rival Coca-Cola and plans to make Pepsi the choice of a new black generation. Among his plans: Black distributors, local manufacturing to create new jobs and ads showing black diversity. He's also enlisted the help of international superstar singer Whitney Houston.